CALIFORNIA LOTTERY 2026 LUNAR NEW YEAR:
YEAR OF THE HORSE CAMPAIGN
At Intertrend, I defined the visual direction for the 2026 Lunar New Year, Year of the Horse, Scratchers campaign, shaping how the celebration would come to life across digital and OOH. I developed two distinct creative territories, each with its own visual language, hierarchy, and motion logic, for internal review, with one selected as the final campaign system.
Option 1- GUIDED BY THE HORSE: A traditional approach inspired by classic gold-framed Lunar New Year compositions — refreshed, not derivative.
Option 2: A more exploratory direction with freedom to reinterpret visual energy and motion.
Due to a more condensed timeline and budget I decided to leverage the already approved components of the tickets like the floral elements color etc.
ROLE: Design, Art Direction
TOOLS: Photoshop, Illustrator, Google Slides
COPYWRITER: Aaron Yang
AGENCY: INTERTREND LONG BEACH
DESIGNER + ART DIRECTOR: Derek Cheng
Each concept needed to integrate:
CA Lottery Scratchers logo
18+ Play Responsibly logo
Legal lines with overall odds
Ticket visuals
Horse key artHeadline: Play for good fortune
Tagline: A Little Play can Make Your Day
GUIDED BY THE HORSE
Main Visual:
For this approach, we bring the iconic paper-cut horse from the Scratchers design into the spotlight — bold, dynamic, and impossible to miss. Its glance naturally pulls the viewer back to the tickets, while layered shadows and thoughtful placement add a sense of depth. Flowing Lunar New Year motifs elevate the overall look, turning the piece into a vibrant, celebratory visual that draws people in and highlights the spirit of play.
Frame Accent: The frame takes inspiration from classic lattice window designs, representing balance and protection, and pairs seamlessly with the floral motifs from the Scratchers.
Play in Motion
Main Visual:
For this approach, we use a circular depth element to bring the horse to life — creating the illusion of motion as it leaps forward from the background and into view. Expanding the floral motifs across the backdrop adds an elegant layer of texture, enriching the composition without distracting from the hero. And by embracing a bold, auspicious red palette, the design captures attention instantly while celebrating the energy and momentum of the Year of the Horse.
Flower Accent: The floral motifs add an elegant layer of texture to the background, creating a visual connection to the tickets without distracting from the hero.
恭喜发财!